{"id":1152206,"type":0,"block_id":"tcaldron_1369249879","theme_id":29,"user_id":323053,"path":"Hierarchy-of-International-SEO","title":"International SEO in five minutes or less","pubtitle":"Hierarchy of International SEO","tags":"","public":true,"publicAccess":true,"private_link_enabled":0,"thumb":"https://s3-eu-west-1.amazonaws.com/infogram-thumbs-200/tcaldron_1369249879.jpg","width":444,"copyright":"Copyright notice 2013 Pure Visibility - www.purevisibility.com","properties":{"publishType":0,"transparent":false,"rtl":false,"export_settings":{"showGrid":true,"showValues":true},"whitelabel":false,"embed_button":"enabled","title_link":"infogram","custom_logo":"infogram","custom_link_status":"infogram","custom_link_url":"","user_embed_button_text":"Share","decimal_separator":".,"},"elements":[{"type":"particle","particle_id":17134996,"object_id":"b3d2893b-ead9-11e4-a037-7b5f270fdca9","particle_type":"maintitle","picture":null,"text":"International SEO in five minutes or less","content_type":"","title":null,"shrink":null},{"type":"chart","chart_id":1868741,"object_id":"tcaldron_1369249879","chart_type_nr":29,"data":[[[],["Localization","140"],["URL Concerns","120"],["Site Architecture","100"],["Coding and Markup","80"],["Local Hosting","60"],["Local Links and Social Signals","40"]]],"custom":{"dynamicShape":false},"colors":[],"dimensions":[],"modifier":0,"sheetnames":null,"sheets_settings":[]},{"type":"particle","particle_id":1576325,"object_id":"tcaldron1371062750","particle_type":"bodytext","picture":null,"text":"In this short infographic, we'll give you the rundown on basic International SEO. It's not comprehensive, but it's colorful and will give you an idea of what to expect when diving into this complex topic. ","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":1382463,"object_id":"tcaldron1369412461","particle_type":"bodytitle","picture":null,"text":"Localization","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":1354914,"object_id":"tcaldron1369250197","particle_type":"bodytext","picture":null,"text":"Localization ensures that not only is information presented in the correct language, but also in the right tone (i.e. level of formality) and with intelligent cultural understanding. This extends also to visual signals such as included images and even color scheme. ","content_type":"","title":"","shrink":null},{"type":"chart","chart_id":1895767,"object_id":"tcaldron_1369410864","chart_type_nr":18,"data":[[["USA","%"],["Trash Can","1.26"],["Elevator","0.75"],["Aluminum","0.59"],["Sweater","0.56"],["Cookie","0.39"],["Fries","0.39"],["Calling","0.37"],["Bar","0.34"],["Optimization","0.32"],["Soccer","0.32"],["Sausage",".25"],["Scotch Tape",".25"],["Flashlight",".25"],["Gasoline",".25"],["Highway",".25"],["Truck",".25"]],[["England","%"],["Rubbish Bin","1.26"],["Lift","0.75"],["Aluminium","0.59"],["Jumper","0.56"],["Biscuit","0.39"],["Chips","0.39"],["Ringing","0.37"],["Pub","0.34"],["Optimisation","0.32"],["Football","0.32"],["Banger",".25"],["Cellotape",".25"],["Torch",".25"],["Petrol",".25"],["Motorway",".25"],["Lorry",".25"]]],"custom":{},"colors":[],"dimensions":[],"modifier":0,"sheetnames":null,"sheets_settings":[]},{"type":"particle","particle_id":1576390,"object_id":"tcaldron1371063262","particle_type":"bodytext","picture":null,"text":"Localization is essential not only to ensure that your audience understands your content, but also to leave the right impression. At the end of the day, your audience will know you are serious about doing business in their country only if you take the time to localize appropriately. The same applies to search engines; complex algorithms like Google's can easily tell whether or not content is appropriate for a given region, and will adjust its visibility accordingly.","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":1382485,"object_id":"tcaldron1369412527","particle_type":"bodytitle","picture":null,"text":"URL Concerns","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":1576452,"object_id":"tcaldron1371063574","particle_type":"bodytext","picture":null,"text":"The way you structure your international web presence (ccTLDs vs. subdomains vs. single domain), and they way that structure is reflected in your site URLs, can be pivotal for international SEO. Considerations often include consolidation of domain authority, user behavior (click-through-rate and conversion rate), cost/overhead, and link building ramifications.","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":1369456,"object_id":"tcaldron1369328445","particle_type":"bodytext","picture":null,"text":"There is no universally right answer to the choice between ccTLDs, subdomains, and subdirectories. But you can read more over at the SEOMoz blog and make an informed decision: http://mz.cm/fdFFUD","content_type":"","title":"","shrink":null},{"type":"chart","chart_id":1884226,"object_id":"tcaldron_1369334069","chart_type_nr":19,"data":[[["Membership","Consolidate Link Equity","Click-through Rate","Conversion Rate","Cost","Ease of Building Links & Shares"],["ccTLD","","ccTLDs generally have the highest click-through rates.","ccTLDs often have the highest conversion rates.","","Slight increase in trust can help."],["Subdomains","","","","Usually free (only costs time)."],["Directories","Best way to consolidate link equity.","","","Usually free (only costs time)."]]],"custom":{"defaultPath":"starPath","pictoProportionalScale":true,"styleName":true},"colors":["#307d99"],"dimensions":[],"modifier":0,"sheetnames":null,"sheets_settings":[]},{"type":"particle","particle_id":1382492,"object_id":"tcaldron1369412566","particle_type":"bodytitle","picture":null,"text":"Site Architecture","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":1369578,"object_id":"tcaldron1369329187","particle_type":"bodytext","picture":null,"text":"Site architecture is an important concept for international SEO, and it's easy to make mistakes without even knowing it. The most common mistake we see is the use of an international gateway page - for instance, you arrive at example.com to see a map of the world where you click on your territory. This is very bland from a user experience perspective, and also means example.com is unlikely to have any text-based content on their pseudo-homepage. We recommend automatically detecting the user's country and language and bringing them to the appropriate landing page. ","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":1369626,"object_id":"tcaldron1369329393","particle_type":"bodytext","picture":null,"text":"It's also important to allow users to switch to other international websites once they have arrived on your site, but to do so in an unobtrusive way. A dropdown menu on the top-right area of the design seems to be a common and effective way of doing this. ","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":1369738,"object_id":"tcaldron1369330014","particle_type":"bodytext","picture":null,"text":"It's also important to keep in mind that duplicate content rules that generally apply to multiple websites copying eachother's content (product descriptions, blog posts, etc) are a bit more nuanced when it comes to international SEO:","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":1370433,"object_id":"tcaldron1369333321","particle_type":"video","picture":null,"text":"//youtube.com/embed/Ets7nHOV1Yo"},{"type":"particle","particle_id":1382502,"object_id":"tcaldron1369412652","particle_type":"bodytitle","picture":null,"text":"Coding and Markup","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":1369802,"object_id":"tcaldron1369330482","particle_type":"bodytext","picture":null,"text":"While an infographic isn't the right format to get into the nitty-gritty of these tools, here is what you need to know:","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":1727420,"object_id":"tcaldron1372798262","particle_type":"bodytext","picture":null,"text":"HREFLANG is a type of link tag currently supported only by Google, used to link together all of the international versions of corresponding pages on your international sites. It can be implemented on a page-by-page level, or in your XML sitemap. \n\nLanguage tagging is a more basic tag used by most major search engines to indicate the language the content of the page in question.\n\nSchema.org markup is a useful meta data tool for indicating the type of information being presented in order to aid search engine understanding. Addresses, phone numbers, prices, and more can be clearly labeled. Because this type of information places an important role for international SEO, having these elements marked up with Schema.org code is advantageous.\n\n\n\n\n","content_type":"","title":"","shrink":null},{"type":"chart","chart_id":2084289,"object_id":"tcaldron_1371066686","chart_type_nr":11,"data":[[["Japan","%"],["Hreflang","2"],["Language Tags","1"],["Schema Markup","3"]]],"custom":{},"colors":[],"dimensions":[],"modifier":0,"sheetnames":null,"sheets_settings":[]},{"type":"particle","particle_id":1382515,"object_id":"tcaldron1369412707","particle_type":"bodytitle","picture":null,"text":"Local Hosting","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":1370113,"object_id":"tcaldron1369331903","particle_type":"bodytext","picture":null,"text":"Surprisingly enough, Google uses the IP address of a webserver to determine it's geographic location. Because severs are more likely to be serving up relevant content if they are located in the country of question, this is is used as a minor ranking factor. ","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":1382520,"object_id":"tcaldron1369412726","particle_type":"bodytitle","picture":null,"text":"Local Links and Social Signals","content_type":"","title":"","shrink":null},{"type":"chart","chart_id":1897227,"object_id":"tcaldron_1369419876","chart_type_nr":9,"data":[[["","Unesco sites","group"],["Italy","47","Europe","42.6384261 12.674297"],["Spain","44","Europe","40.0028028 -4.003104"],["China","43","Asia","35.000074 104.999927"],["France","38","Europe","46.603354 1.8883335"],["Germany","37","Europe","54.0731702 7.45860589983153"],["Mexico","31","America","22.5000485 -100.0000375"],["India","29","Asia","22.3511148 78.6677428"],["United Kingdom","28","Europe","54.7023545 -3.2765753"],["Russia","25","Europe","64.6863136 97.7453061"],["USA","21","America","39.7837304 -100.4458825"]]],"custom":{"groupedData":true},"colors":[],"dimensions":[],"modifier":0,"sheetnames":null,"sheets_settings":[]},{"type":"particle","particle_id":1370265,"object_id":"tcaldron1369332564","particle_type":"bodytext","picture":null,"text":"This is included at the top of the pyramid because it's often the most difficult change to make, and as a result, some companies never make it this far. Many of our corporate clients have field marketers all over the world, but few of these marketers have the responsibility to create social buzz and build links from sites in their countries. You could try to direct this effort centrally, but encountering language gaps when trying to build social activity and links around the world is inevitable. \n\nThe key solution to this issue is to provide quality training to international field marketers, and to create systems of accountability for their online marketing efforts. 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infographics</a></div>","embedAsync":"<div class=\"infogram-embed\" data-id=\"Hierarchy-of-International-SEO\" data-type=\"interactive\" data-title=\"International SEO in five minutes or less\"></div><script>!function(e,t,n,s){var i=\"InfogramEmbeds\",o=e.getElementsByTagName(t),d=o[0],a=/^http:/.test(e.location)?\"http:\":\"https:\";if(/^\\/{2}/.test(s)&&(s=a+s),window[i]&&window[i].initialized)window[i].process&&window[i].process();else if(!e.getElementById(n)){var r=e.createElement(t);r.async=1,r.id=n,r.src=s,d.parentNode.insertBefore(r,d)}}(document,\"script\",\"infogram-async\",\"//e.infogr.am/js/dist/embed-loader-min.js\");</script><div style=\"padding:8px 0;font-family:Arial!important;font-size:13px!important;line-height:15px!important;text-align:center;border-top:1px solid #dadada;margin:0 30px\"><a href=\"https://infogr.am/Hierarchy-of-International-SEO\" style=\"color:#989898!important;text-decoration:none!important;\" target=\"_blank\" rel=\"nofollow\">International SEO in 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infographics</a></div>","embedImageAsync":"<div class=\"infogram-embed\" data-id=\"Hierarchy-of-International-SEO\" data-type=\"image\" data-title=\"International SEO in five minutes or less\"></div><script>!function(e,t,n,s){var i=\"InfogramEmbeds\",o=e.getElementsByTagName(t),d=o[0],a=/^http:/.test(e.location)?\"http:\":\"https:\";if(/^\\/{2}/.test(s)&&(s=a+s),window[i]&&window[i].initialized)window[i].process&&window[i].process();else if(!e.getElementById(n)){var r=e.createElement(t);r.async=1,r.id=n,r.src=s,d.parentNode.insertBefore(r,d)}}(document,\"script\",\"infogram-async\",\"//e.infogr.am/js/dist/embed-loader-min.js\");</script><div style=\"padding:8px 0;font-family:Arial!important;font-size:13px!important;line-height:15px!important;text-align:center;border-top:1px solid #dadada;margin:0 30px\"><a href=\"https://infogr.am/Hierarchy-of-International-SEO\" style=\"color:#989898!important;text-decoration:none!important;\" target=\"_blank\" rel=\"nofollow\">International SEO in 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